Yeah - ultimately I don't think it's a race thing because if a white guy acted the same way Subban did (e.g., flashy, dancing around, brash, etc.) he'd also get booed. I mean, he is an arrogant and self-absorbed guy. Most hockey players don't publicly act like he does...he doesn't act the way a hockey player is "supposed to." The NHL is a lot like MLB in that guys with personality won't be embraced by a lot of the fans. If you have "personality," the NFL or especially the NBA is the place for you.
The attitude/demeanor is what the old school purists don't like. Sean Avery is a prick, and is white, and is hated by people. You can be a guy of questionable character - Patrick Kane is a perfect example - but if around the rink you keep your head down, appear humble, work hard and don't say much, etc., you'll be liked, at least as a player.